The New South Wales
Police Force and DDB,
Sydney campaign
Agency: DDB. Sydney
Executive Creative Director: Matt
Eastwood
Art Director: Adam Rose
Copywriter: Ben O’Brien
Photography: Mat Baker
Retouching: Dennis Monk
http://www.frederiksamuel.com/
blog/2008/01/nsw-policedepartment.html
Baker, Mat. ND
DDB Sydney
adgoodness. Web. 21 Sept. 2011
Argument
What’s the
argument of the
Ad?
Watch for cars when
wearing headphones-NSW
Police Force
I believe the photographers
goal was to raise awareness of
the hazards of using iPods and
mp3 players. This is generally
not an issue focused on in
today’s society, therefore the
often dangerous distractions
these devices pose are ones
we never think about.
Audience
Who is the audience of
this ad?
The audience is anyone who
listens to an iPod while
crossing the street. More
specifically this ad is
directed towards teenagers,
who in general are frequent
iPod users. The audience
could also extend to drivers
who need to be aware of
these people being
distracted.
Point of View
Who might agree or disagree with
the issue represented?
Anyone who uses an iPod frequently
while crossing streets (ex: Joggers),
might disagree, arguing that they are
aware of their surroundings and not
distracted. Others, including
emergency medical professionals or
police officers might agree having
witnessed the results of these
distractions. Also, drivers who have
to watch for these distracted people
might agree with the message.
Analogy
Can you find an
analogy in the ad?
The headphones outlining
the body are like the
commonly known chalk
outline of a victim’s body
at a the site of an
accident or crime.
Vantage Point
How would the image’s message be
different if the perspective changed?
From the viewpoint of looking
down on the body, you can only
see the pavement and the victim
lying on it. If the picture was
taken from a different
perspective, the environment in
which the incident occurred
could be viewed and give away a
specific location. For example
whether it was in the city or a
rural area.
Vantage Point
How would knowing where the picture
was taken affect the argument being
portrayed?
If we knew where the
photograph was taken then
we would think the
argument only applied to
certain areas, such as busy
city. Therefore the message
would reach a much smaller
audience, losing the
interests of people it didn’t
pertain to.
Color
What’s significant about the colors
captured in the photograph?
Notice all the colors in the
picture are dark and dismal.
The girl is wearing darkly
colored clothing and the
pavement is solidly black
with all traces of the white
or yellow road lines
omitted. The girl’s hair is
also a darker brown.
Color
Why do you think the photographer
chose to use darker colors (clothing,
no road lines, hair, ect.)?
I believe the photographer
was trying to capture a
disheartening and remorseful
mood to emphasize warnings
to the unobvious hazards that
exist. If the girl was wearing
a brightly colored shirt, had
fair hair, or the photographer
had included the road lines,
the impact of the image
would be much less effective.
Omission
What’s omitted from the picture and
what’s the effect?
•Road lines- I think the
photographer did this so the
image lacks color and therefore
creating a remorseful mood
discussed previously.
•Legs-I believe the photographer
chose to omit the girl’s legs so
the viewer would focus on the
upper half of the girl where the
headphones outline her
emphasizing the message. If the
legs had been included it might
distract the audience.
Contrast
What stands out most in the picture?
What really stands out to me
in the picture are the girl’s
arms. Notice her skin is
extremely pale, especially in
contrast with the pavement,
making her stand out. If the
picture didn’t have this
contrast , the girl would be
much less defined, and
therefore the message as
well.
Symbol and Irony
What do you notice about the IPod?
Notice that the screen of the
IPod is still on, however the
girl is dead. I believe the IPod
symbolizes life and hope
because it illuminates out of
the picture in strong contrast
with the scene around it. This
is ironic because the life that
was important and
irreplaceable has been lost.
Logos
How does this image appeal to our
sense of logic?
When we look at this picture,
it’s logical to agree with the
statement it’s making about
electronic devices and how
easily we give them our full
attention. What doesn’t make
sense is that the actions we take
don’t reflect our agreement. We
rationalize, yes this is
hazardous, but I’ll be okay as
long as I try…not to be
distracted?
Ethos
Why should we be concerned or even
care about what the message is
saying?
You don’t typically here about
this kind of thing in the news.
•“Girl gets ran over because of
an IPod”?
Usually we hear a similar story
from a different perspective.
•“Distracted driver runs over
innocent girl.”
So why should we care? This
doesn’t typically happen, so it’s
nothing to be concerned about.
Right?
Etho
Ethos
s
The idea that this doesn’t
generally happen isn’t true. An
article written by Tom Leonard,
'iPod oblivion' set to become illegal
in New York, from The Telegraph
states, “"iPod oblivion", the
modern condition which reduces
people with little white
headphones stuffed into their ears
to a zombie-like state, could
become an offence in New York.
Alarmed by a spate of deaths in
the city caused by iPod wearers
inadvertently stepping into
oncoming traffic, a New York
Ethos
senator is introducing legislation
this week that would make it an
offence - punishable by a $100
fine - to use any electronic device
while crossing a street.”
This is a rising issue, so yes we
should listen to the message being
conveyed and yes, it is credible.
It’s a campaign for the NSW Police
Force
Leonard, Tom. “'iPod oblivion' set to
become illegal in New York” The Telegraph
(2007): n. pag. Web. 25 Sept. 2011
Pathos
What emotions does this image cause
us to feel?
When I look at this picture I feel
astonishment and concern for the
issue represented. The photograph
directly addresses the issue in a
clear manner that causes the
viewers to feel shocked. The ad
also creates a remorseful and
disheartening mood through the
colors and composition.
Baker, Mat. ND
DDB Sydney
adgoodness. Web. 21 Sept. 2011
•http://www.frederiksamuel.com/blog/2008/01/nswpolice-department.html
Leonard, Tom. “'iPod oblivion' set to become
illegal in New York” The Telegraph
(2007): n. pag. Web. 25 Sept. 2011
•http://www.telegraph.co.uk/news/uknews/1541
987/iPod-oblivion-set-to-become-illegal-in-NewYork.html
Armenian National Committee of Australia.
NSW Police Force, 6 May 2008. Web. 25 Sept.
2011.
•http://anc.org.au/news/ANC+Australia+in+Meeting+with+NSW+P
olice